The Value of brand names

In the consumer goods industry, branding is crucial to market penetration. Using Alessi's superlative line of home furnishings and Nestle's well-known Nescafe coffee as examples, modules one and two of this program seek to understand the cachet that surrounds brand names, which gives the products as... Full description

Corporate Author: Films for the Humanities & Sciences (Firm)
Other Authors: Films Media Group., Rai Trade (Firm)
Language: English
Published: New York, N.Y. : Films Media Group, [2005], c1999.
Series: Global business.
Southwestern introduction to business.
South-Western introduction to business.
Online Access: Part of the Films on Demand collection.
Table of Contents:
  • Brands and Market Structure (3:49)
  • Functional Values in Brand Names (2:32)
  • Emotional Values in Products (2:17)
  • Consumer Goods Market (2:34)
  • Effects of the Brand (3:39)
  • Brand Equity (3:01)
  • Establishing a Brand (3:38)
  • Creativity and the Use of Media (1:54)
  • Brand Development (3:29)